Source: GIA/Nielsen/Facebook Audience Insights and comScore.
Based on consumption (based on our views around the category, against the % interest of the topic) of the off the beaten path category and related content.

tktk

2019

What's interesting...

• Camping
• Roadtrip
• Off-the-grid

WHAT DO WE DO WITH ALL OF THIS?

When in doubt, blame it on Social Media

Audience snapshot

Timing

We go deeper to understand the trend and its implications.

… Because no one wants to feel like a tourist.

how

This trend is particularly pronounced with
A25-44 because these adults have completed their bucket list trips and are craving something new and unusual. Furthermore, they want to pursue thrilling experiences before they settle down with a family.

It’s impossible to unplug.

G9 total
future
audience
est.

Source: Alamo Vacation Survey 2019

Platforms like Instagram make it extremely easy for people to discover and share “off the beaten path” travel ideas. Monthly video consumption of travel content has grown 56% on IG, and aggregate views of travel content reached 374MM on the platform in Jan '19.
YouTube and Facebook have both driven billions of monthly views against travel content for years, but YouTube saw real growth (17%) in viewership from Q1-18 to Q1-19, largely driven by the emergence of web series, hosted programming, and digital extensions of legacy linear programming.

34% of consumers have admitted to posting vacation photos just to “show off” where they visited. Consumers want to be seen as adventurous, creative, and trendy in their representation on social.

We ask our panel detailed questions about each identified trend and then collect the qualitative feedback. This yields highly specific, actionable insights related to each trend.

We see a slightly lower index for A18-24 because they are still working through their mainstream bucket list trips, which tend to be “on the paved path” (ex. Visiting the Eiffel Tower in Paris)

Millennials agree that they feel overworked, 47% wish their companies had policies in place to prevent nighttime and weekend emails, or work communications to employees on PTO. This may contribute to the value attributed to “unplugging” while on vacation because people don’t feel like it’s an option.

These are the leading subcategories related to the "off the beaten path” trend

why

check back
in october!

We triple check.

why

independent
restaurants

Get inspired

Source: UMass Amherst Scholarworks Research

We triple check.

Yep, they’re massive numbers.

ORIG. PUBLISH DATE:
5/24/19

Platforms like Instagram make it extremely easy for people to discover and share “off the beaten path” travel ideas. Monthly video consumption of travel content has grown 56% on IG, and aggregate views of travel content reached 374MM on the platform in Jan '19.
YouTube and Facebook have both driven billions of monthly views against travel content for years, but YouTube saw real growth (17%) in viewership from Q1-18 to Q1-19, largely driven by the emergence of web series, hosted programming, and digital extensions of legacy linear programming.

Mainstream vacation destinations and activities are losing steam. Travelers under 35 seek adventure and novelty in their travel experiences. 82% mainly travel in order to see new cities or towns, and 73% do so to explore different parts of the world.

THIS ARIZONA OASIS IS THE PERFECT DESERT GETAWAY… AND IT COMES WITH ITS VERY OWN GROTTO.

We predict there’s more growth coming, so it’s the perfect time to lean in and apply it.

NEXT>

10/19

G9 reaches
67% of A25-44
in the US.

Here’s how we make sense of it all…

We see a slightly lower index for A18-24 because they are still working through their mainstream bucket list trips, which tend to be “on the paved path” (ex. Visiting the Eiffel Tower in Paris)

They like to get their blood pumping.

Source: UMass Amherst Scholarworks Research

SEPTEMBER 2019

let's go...

Mobile Layaway for Seeds

50%

98% of travelers feel that their smartphone makes travel more comfortable.
78% feel that their smartphone makes travel feel safer.

• private
• remote
• wilderness

Media Mix

year

Source: GIA

NEXT>

It’s impossible to unplug.

Creative

a35-44

WE MINE ALL OF THIS DATA...

Friend-orsements
go a long way.

We ask our panel detailed questions about each identified trend and then collect the qualitative feedback. This yields highly specific, actionable insights related to each trend.

What's interesting...

15 MM

Based on GIA insights.

371
Million
views

G9’s proprietary AI tool. It processes 115K video views every minute.

Friend-orsements
go a long way.

109

25 MM

Technical

Lab 9

We reference IAB, Google Trends, Nielsen, Facebook and social platform insights, and white papers from Bain, Deloitte, and Kantar.

245mm

Media Mix

Lab 9

We triple check.

G9 Social Video
Views to date

Source: Estimate based off Nielsen and Facebook audience insights.

still Curious?

Off the Beaten Path Travel Activities

2017

29mm

We go deeper to understand it and its implications.

41mm

untraditional lodging

To understand content that’s resonating across categories, audiences and seasons, as well as identify trends that audiences are engaging with and best practices for creative, formats, and timing.

We identify an emerging trend.

Millennials and young Gen Xers love this stuff.

G9 videos featuring isolated destinations
and unique vacation getaways have seen a
Travel content has exploded on Instagram from 2018-2019,

why

This trend works all year long. How do we know? People never stop daydreaming about vacation, duh! Studies show searches for travel-related content are pretty consistent from month to month.
With that said, we do notice soft peaks from March-July and Oct-Jan. That means there are slight increases in volume and interest for travel content, influenced by cultural and seasonal moments.

Source: Nielsen DCR

Source: GIA.
TIME SPENT IN Q1 2019

Source: global stats, Facebook Quarterly Earnings Report Q2 2019).

72% increase in views

It’s the perfect time to jump in on this trend.
The audience has a distinct appetite for this type
of content, but the market isn’t saturated.

Source: Alamo Vacation Survey 2019

5 MM

10 MM

124

Source: Laboratory Nine audience panel.

To understand content what’s resonating across categories, audiences and seasons.

Here are some videos we’ve published at G9 that lean into the "off the beaten path" trend and creative recommendations

traveling off
the beaten path

115

Verify with outside sources

CoMING
SOON

hover for details

To identify trends that audiences are engaging with and best practices for creative, formats and timing.

G9’s proprietary audience panel of
10,000 people A13-64 (US).

Timing

244M minutes watched

Methodology: 365 compared to previous 365 days / YOY growth 2018-2019 Bubble width based on estimated audience size. These are some of our biggest categories in regards to total consumption related to off-the-beaten-path.

When in doubt, blame it on Social Media

why

37mm

40 million Americans engage with our content every day, 3x a day
Group Nine is the #1 publisher on mobile with the largest mobile audience in the US
We have over 5 billion monthly video views
We reach over 70% of US adults in their 20s every month
We have over 140 million social engagements every month
Audiences spend over 50 million hours engaging with our brands every month

GIA is G9’s in-house tool. It digests 115,000 video views every minute, surfacing top-performing content. This allows us to reveal micro and macro trends in content and culture.

% Growth yOY

109mm

Source: GIA.
Social views IN Q1 2019

Methodology: 365 compared to previous 365 days / YOY growth 2018-2019 Bubble width based on estimated audience size
These are some of our biggest categories in regards to total consumption related to off-the-beaten-path.

beach destinations

CLICK HERE TO GET HYPED!

They have money in the bank.

YouTube
This highly immersive environment is perfect for posting guided tours and revealing unknown local hot spots.
Instagram
Leverage this highly visual platform to foster FOMO amongst users. Capture the most adventurous, appetizing or breathtaking parts of a trip through short-form stories, photos, and video content.
Facebook
Users come here to get tips from their friends and share detailed recaps of their latest trips. Still highly visual, but more of a resource than soundbite.
O&O
A highly functional and search-driven resource. Think “how-to” stories and popular keywords like “cities”.

Source: GIA.
Engagement IN Q1 2019

To understand content that’s resonating across categories, audiences and seasons, as well as identify trends that audiences are engaging with and best practices for creative, formats, and timing.

• exotic
• views

hover for details

Lowest because this audience segment is less active on social media and the “off the beaten path” trend is inherently driven by social discovery and social sharing.

Source: global stats, Facebook Quarterly Earnings Report Q2 2019).

We use third party resources to verify that what we’re seeing to determine if it has greater market implications.

G9 TIME SPENT
TO DATE

Technology is creating fearless travelers.

Source: Facebook audience insights
Norm = General population on Facebook and Instagram (US only). The highlighted portion represents those who like or interact with things associated with travel

why

Gone are the days of cookie-cutter vacations, powered by travel guide books, crowded resorts, and disappointingly inauthentic dining tips.
Audiences want new and unusual experiences in faraway places —quite simply, they’re traveling off the beaten path to discover their own hidden gems. From hole-in-the-wall restaurants to cliff jumping adventures, audiences are becoming tour guides in their own right, using social media to tout their adventures and discover their next great getaway.

We use third-party resources to verify that what we’re seeing has greater marketplace implications.

Millennials agree that they feel overworked, 47% wish their companies had policies in place to prevent nighttime and weekend emails, or work communications to employees on PTO. This may contribute to the value attributed to “unplugging” while on vacation because people don’t feel like it’s an option.

island destinations

Discover the latest trends sparking action in culture right now.
Introducing the Spark Guide by Group Nine Media.
A responsive trend report that drops trends right as they’re bubbling up.

• Holes-in-the-wall
• Local spots
• Hidden gems

Mainstream vacation destinations and activities are losing steam. Travelers under 35 seek adventure and novelty in their travel experiences. 82% mainly travel in order to see new cities or towns, and 73% do so to explore different parts of the world.

This trend is resonating with all travel enthusiasts, but it’s especially popular among adults A25-44 who have disposable income, are active on social, and want to experience big adventures before they start a family.

What's driving this trend?

YouTube
This highly immersive environment is perfect for posting guided tours and revealing unknown local hot spots.
Instagram
Leverage this highly visual platform to foster FOMO amongst users. Capture the most adventurous, appetizing or breathtaking parts of a trip through short-form stories, photos, and video content.
Facebook
Users come here to get tips from their friends and share detailed recaps of their latest trips. Still highly visual, but more of a resource than soundbite.
O&O
A highly functional and search-driven resource. Think “how-to” stories and popular keywords like “cities”.

Source: Laboratory Nine audience panel.

Source: Alamo Vacation Survey 2019

YoY this trend has grown

in monthly video views — 374M in January 2019

Of course, the vast majority of our users - 80% under 35 - rely on internet research for new vacation ideas. And, there is a special place in our heart for the 20% who pick up a travel book. But, we all still trust our friends to send us on our way, with 70% of people relying on recommendations from "friends of friends who know someone who knew someone who went to that remote island you just read about on Thrillist!"

NORM

We use third-party resources to verify that what we’re seeing has greater marketplace implications.

Source: Laboratory Nine audience panel.

This Guy Carried His Dog 800 Miles After She Lost Her Sight To Help Her Love Hiking Again

Of course, the vast majority of our users - 80% under 35 - rely on internet research for new vacation ideas. And, there is a special place in our heart for the 20% who pick up a travel book. But, we all still trust our friends to send us on our way, with 70% of people relying on recommendations from "friends of friends who know someone who knew someone who went to that remote island you just read about on Thrillist!"

98% of travelers feel that their smartphone makes travel more comfortable.
78% feel that their smartphone makes travel feel safer.

This Hotel's Guests Can Soak in A Human-Sized Hot Pot for Lunar New Year

CLICK HERE TO GET HYPED!

video views

G9’s proprietary audience panel of
10,000 people A13-64 (US).

Creative

109mm

Verify with outside sources

CLICK HERE
TO GET HYPED!

Quick pacing, 1 - 3 minutes is optimal.
(Except on YT, longer-form will work well there.)
1:1 aspect ratio for feed-based environments.
16:9 aspect ratio for more cinematic content as well as easy streamability on larger screens.
Use the most unique, unusual features as the still for the video thumbnail. If it’s the location, use an aerial shot.
Content should be eye-catching and highly immersive. People want a peak behind the curtain —or cave, if you will.

95

Source: Laboratory Nine audience panel.

If it makes for a good photo, it makes for a good trip.

Try this messaging

20-25
million
people

Source: GIA

20 MM

Bye bye, white sandy beaches and snorkeling tours.

what

G9 total
current
audience
est.

30 MM

Source: Projection based off GIA finding from 2017 - 2019. This is the projected monthly audience size in 2020.

Making a splash, everywhere.

Off The Beaten Path Trend

from Q1 ’18 to Q1 ’19

Come on in, the water's fine!

520K

G9 ENGAGEMENT TO DATE

Food
“Off the beaten path" posts featuring drool-worthy foods won't disappoint. Use content with a vibrant color palette and leverage slow-mo to hone in the most indulgent aspects of your meal (like cheese pulls!). Enticing fusion dishes are frequent hits too.
Accommodation & Activities
Videos highlighting brag-worthy lodging and extreme activities perform very well. Open with a long, establishing shot, then zoom out with a full 360-view. To further engage your audience, include a photo album or slideshow of the experience to maximize interest and… well, envy. Heh.
Local Guides
People don't want a tourist trap, but they trust a local expert. If you fall into that category, showcase hidden gem restaurants with behind-the-scenes footage and lesser-known attractions and locations (like secret waterfalls).

We go deeper to understand the trend and its implications.

09/19
traveling

37mm

WE CAN MINE ALL OF THIS DATA...

We ask our panel detailed questions about each identified trend and then collect the qualitative feedback. This yields highly specific, actionable insights related to each trend.

• Private
• Remote
• Wilderness

beach destinations

40 million Americans engage with our content every day, 3x a day
Group Nine is the #1 publisher on mobile with the largest mobile audience in the U.S.
We have over 5 billion monthly video views
We reach over 80% of U.S. adults in their 20s
We have over 140 million social engagements each month

Food
“Off the beaten path" posts featuring drool-worthy foods won't disappoint. Use content with a vibrant color palette and leverage slow-mo to hone in the most indulgent aspects of your meal (like cheese pulls!). Enticing fusion dishes are frequent hits too.
Accommodation & Activities
Videos highlighting brag-worthy lodging and extreme activities perform very well. Open with a long, establishing shot, then zoom out with a full 360-view. To further engage your audience, include a photo album or slideshow of the experience to maximize interest and… well, envy. Heh.
Local Guides
People don't want a tourist trap, but they trust a local expert. If you fall into that category, showcase hidden gem restaurants with behind-the-scenes footage and lesser-known attractions and locations (like secret waterfalls).

AUDIENCE

Audiences consuming and engaging with this content over-index in the $100K+ and $200K+ household income segments.

Quick pacing, 1 - 3 minutes is optimal.
(Except on YT, longer-form will work well there.)
1:1 aspect ratio for feed-based environments.
16:9 aspect ratio for more cinematic content as well as easy streamability on larger screens.
Use the most unique, unusual features as the still
for the video thumbnail. If it’s the location, use an aerial shot.
Content should be eye-catching and highly immersive. People want a peak behind the curtain —or cave, if you will.

in monthly video views — 374M in January 2019

how

Audiences consuming and engaging with this content over-index in the $100K+ and $200K+ household income segments.

If it makes for a good photo, it makes for a good trip.

40 million Americans engage with our content every day, 3x a day
Group Nine is the #1 publisher on mobile with the largest mobile audience
in the US
We have over 5 billion monthly video views
We reach over 70% of US adults in their 20s every month
We have over 140 million social engagements every month
Audiences spend over 50 million hours engaging with our brands every month

how

50%

Off the Beaten Path Travel Activities

• camping
• roadtrip
• off-the-grid

300mm

Source: Harris Polls.

This trend works all year long. How do we know? People never stop daydreaming about vacation, duh! Studies show searches for travel-related content are pretty consistent from month to month.
With that said, we do notice soft peaks from March-July and Oct-Jan. That means there are slight increases in volume and interest for travel content, influenced by cultural and seasonal moments.

NEXT>

Technology is creating fearless travelers.

Mobile Layaway for Seeds

Here’s how we make sense of it all…

download THE latest report

Source: US Millennial digital population via comScore (compared to the general US population 13+).

Lowest because this audience segment is less active on social media and the “off the beaten path” trend is inherently driven by social discovery and social sharing.